How to slash the cost of big data analytics

There is an increasing thirst among charities to tap into big data to improve the effectiveness of campaigns. Darren Robertson (pictured), digital communications officer at Action for Children, believes hunger for knowledge and insight has the potential to revolutionise the charity sector.

In recent years, with the worsening economy, charities have needed to ramp up data analytics in an attempt to boost fundraising. “Charities realise they have [collected] amazing data,” says Robertson. Just as in the commercial sector, he says this data can be harnessed to help charities improve their understanding of what people want and gain greater insight into why and when they chose to donate.

This is an important consideration because the nature of attracting donors is changing, according to Robertson. “National campaigns cannot exist like they did in the past. We can’t afford to pump massive amounts of money into nationwide TV campaigns. In this day and age it is unacceptable and a waste of charity money,” he says.